GLUCON-D
K BAL REDDY
ROLL NO: 09J21E0019
Its gives us. . . .
Instant Energy
Replenishes lost energy
About Heinz• Heinz was founded in pittsburgh, pennsylvania
in 1869 by entrepreneur Henry John Heinz. • Heinz provides delicious, nutritious and
convenient foods for families in 200 countries around the world.
• Key Heinz markets are segmented as North American consumer products, U.S. food service, Europe, Asia Pacific & rest of the world.
• Heinz is a $10 billion global company.• Heinz products enjoy #1 or #2 market share in
more than 50 countries.
Continue…• Heinz employs approximately 32,500 people
around the globe.• HJ Heinz Company is the iconic US based global
food giant. • Heinz with its global reach offers a range of 5700
product varieties. • Heinz India Pvt. Ltd was formed in the year 1994
by buying out the consumer product division of pharmaceutical company Glaxo .
• HJ Heinz Co a readymade portfolio of brands such as Complan, Glucon-D, Nycil and Farex
Board of Directors
William R.Johnson Charles E.Bunch LeonardSColeman
John G Drosdick Edith E.Holiday Candace Kendle
Continue…
Dennis H.Reilley
Lynn C.Swann Thomas J.Usher Michael F.Weinstein
Nelson PeltzDean R.O’Hare
About Glucon-D
• Glucon-d was introduced in 1933 and has been the category creator and dominant market leader ever since.
• Glucon-d was adjudged as the 14th most trusted brand in the Brand Equity Survey 2009.
• Glucon-d is the leader in the instant energy drink category and enjoys a 70 per cent market share as against Dabur's Glucose and Wipro's Gluco-Vita.
Marketing Mix
Product• Product is any thing that is offered to satisfy
the need of the customer• Glucon-d is a glucose based beverage and is
available in powder form with 99.4 % of pure glucose it is easily absorbed by the body and is available for energy instantly
Product MixProduct width:-No. of different product lines Heinz India Pvt. Ltd has product width of 5
• Tomato ketchup • Complan• Nycil• Glucon-d• Farex• Sampriti ghee
Product LineProduct depth:-No of different variants in
product line• Glucon-d tangy orange• Glucon-dFruit energy- pineapple• Glucon-d nimbu pani• Glucon-d Fruit energy orange• Glucon-d regular
Product length:-• The ‘length’ refers to the sum total of
number of items in each product lines. • Product length for Heinz is 45.
Consistency:-
Glucon-d and its flavours are very consistent because its only deals with energy drinking and its flavours also gives the same.
Price
Flavours Package size Price in Rs
Glucon-d
regular
100gm
200gm
500gm
1kg
19.00
36.00
80.00
125.00
Glucon-d tangy orange
100gm
200gm
500gm
24.00
45.00
99.00
Glucon-d
nimbu pani
100gm
500gm
22.00
97.00
Pricing strategy• Initially Glucon-d was using skimming
strategy but based on the market conditions aspects , at present the glucon-d is using product line strategy.
• Glucon-d follows a pricing strategy that asks a higher price and discounts on the other hand.
• Competitors pricing.
Placing• Glucon-d is
distributed to all suppliers & wholesalers and from suppliers to retail outlets.
• Over 1,600 Distributors reaching out to 4.5lakh retailers across the country.
Manufacturer
Mother depot
Distributor of the state
Local distributor
Retailer, Medical shops,Kirana stores ,malls
Promotions• Promotions through TV advertisements News papers print media Retail outlet layouts• Sales promotions
Segmentation Targeting & Positioning
• This product is segmented on both low end and high market.
• Glucon-d has undifferentiated marketing.• Glucon-d is targeting all groups of buyers.• Glucon-d is mainly concentrating during
summer season.• Glucon-d….. Replenishes lost energy.• Glucon-d is positioned as energy drink with
strong brand image.